| Summary: | 碩士 === 國立臺北商業大學 === 商學研究所 === 104 === In this changing social structure, the proportion of single people increased, many industry will use the concept of self-gift in a variety of advertising propaganda and marketing techniques, thus the behavior of self-gifting are becoming more common. In addition, building partnerships between consumer and brand is an important issues that enterprise face in the business. In this study, personalities use social support needs and materialism to explore and examine whether brand as partner and both personalities will affect self-gifting intention. This study will discuss influence of brand as partner, social support need, and materialism on self-gifting intention via brand cosmetics as gifts. The results show that（1）brand as partner has significant positive influence on self-gifting intention；（2）social support need has significant positive influence on self-gifting intention；（3）social support need positively interferes with the effect of brand as partner on self-gifting intention；（4）materialism has significant positive influence on self-gifting intention. This study proposes the management implications and specific recommendations for practical operation in accordance with the above findings as the reference for the practical application and follow-up studies.
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